What's the story behind your brand?

Your expereriences are unique
The things that happen to you, the things that made you start your business – those events are unique and can often be used in your messaging to set you apart from the competition.

A story that resonates
It's helpful to have a story that relates to the needs of your customer. Netflix was started because founder Reed Hastings returned a video rental six weeks late. Even more, he was embarrassed to tell his wife how much the late fees were. This story resonates with the market because many people have paid late fees at some time. Netflix understood this and used the idea as the cornerstone of its brand message: "No Late Fees."

The mission of One Laptop Per Child is to provide laptops to children in developing countries. The story came from MIT Professor Nicholas Negroponte, who, in 2002, experienced first-hand how connected laptops transformed the lives of children and their families in a remote Cambodian village. Though the core product involves amazing technology (a mechanical crank to recharge the battery without electricity, a screen that works outdoors in the sunshine, antennae for strong wireless connectivity, anti-theft features, etc.) OLPC brands itself as more of charity than a consumer electronics provider, showing its impact in developing countries and setting itself up as a 501(c)(3) tax-exempt organization. Again, story leads the way.

Happily ever after
Injecting your brand with story will give your business authenticity in which customers can connect – and if done well, improve your chances for a happy ending.

Phil | examplify.com